Marketing Function in
FMCG Environment
Brand Building
The Role of Marketing in FMCG Environment
The FMCG market is particularly competitive
Category Leadership
Greater
Profitability
Higher
Investment
Growth
The Role of Marketing in FMCG Environment
The KEY decision outputs recorded are:
Market definition / segmentation
Category/Brand vision
Category drivers of value
Business goals
Brand/portfolio roles
Strategic actions
Detailed strategies /
capabilities
Targets / measures
What we will not do
Team behaviour / culture
Key risks
Where we will compete, where not and why
Our future intention of what we will be
Where our growth will come from
Our business target, growth, share or margin
Positioning, roles and strategy for the total brand
portfolio (global and key regional / local brands)
The main strategic actions / objectives / by
channel or global strategic Customer
How we will win, through specific actions and
developing capability: innovation, communication,
HR, resource priorities, etc.
Metrics and milestones to track progress
Must-stops and don’t starts
How we will act as a team, our category culture
What might destroy our plans
Developing a Marketing Strategy for FMCG
Case Study:
How familiar are you with the Unilever 6P‟s Model?
Market
dynamics &
financial
returns
Profit
Turnover
Value market size
Price
Market growth
Volume
Volume market size
Value share
Volume share
Buying
behaviour
Loyalty
Penetration
6P's
(brand levers)
Share of
purchase
Place
Proposition
Promotion
• Distribution
• Visibility
• Number of
lines
• Share of staff
• Consumer
attitude
• Brand health
• 360º comms
• Brand
investment
• ROI
• Competitor
activity
• ROI
• Depth of
discount
• Number of
promotions
• Compliance
• Competitor
activity
Average
pack size
Pack
• On shelf
impact
• Variant
diff’tiation
• Perceived
quality
• Competitor
impact
Purchase
frequency
Price
Product
• Price
elasticity
• Competitor
pricing
• Value pricing
• Performance
vs. claims
• Performance
vs.
competition
Completed 6Ps Detective Worksheet for „Magnum‟
case study
Surface
Issue
Magnum core variants losing share of multipacks market
Volume in market
Market
Dynamics
& Financials
Buying
Behaviour
• Magnum volume
down
• Market volume
growing
• Magnum value down
• Dilution of category
profitability
Who?
What?
‘Savvy seekers’
segment
Place
6P Brand
Levers
Root
Issue
Value in market
• 65%
distribution
• Switching to
competitor Choc
Snack brands
Proposition
Promotion
• 90% aided
• Losing
awareness
promotional
• Falling
slots to
Conviction
Cadbury
score benefit?
Price in market
Internal financials
• Magnum at ‘Every
Day Low Price’
• Magnum price 25%
below Choc Snack
segment price
ceiling
• Margin hit if extra
heavy promotions
appear
When?
Where?
• Switching driven by
competitor
promotional activity
Place
• No issues
• All grocery retail,
especially Tesco &
Asda
Price
Product
• Price not in
line with
premium
positioning in
the market
• Superior
chocolate
quality in
blind tasting
Declining loyalty to Magnum amongst Savvy Seeker group due to stronger competitor
promotional activity and perceived lack of Magnum unique benefits
WHY?
Category/Brand Stewardship:
Cif – significant media investment
Redefine cream segment
and our leadership
Enter and own new
specialist segments
Continue building
premium/trigger
segment
Brand Development
Brand Building
Customer Marketing
Interrelations between Departments/Functions
Brief for a “Home Task”



Select any of Unilever active brands
and produce a Marketing Plan for a
New product (e.g. new Tea or new
Deodorant)
Contents of Marketing Plan can be
found in Handouts;
Award:
- possibility to win a “SHADOW
DAY” within Unilever Marketing;
- possibility to get an Internship in
Unilever Marketing;
Deadline:
June, 1st
E-mail to:
jevgenija.glazunova@unilever.com
Thank You
and Welcome to Unilever!
Are You
A
Brand Detective?